study on the habits and uses of videogames

Study on the Habits and Uses of Videogames

- - Phase U&A -Phase U&A -

Study Nº: 4.665People in charge of the study at GfK Emer Ad Hoc

Research Pedro Serrano; E-mail: [email protected] Gelbe; E-mail: [email protected]. contact – 915.919.940

December 2004GfK Group Ad Hoc Research Study on the Habits and Uses of Videogames

ER- 0484/1/00

mailto:[email protected]




2

1 Approach and objectives

2 Methodology

Content

3 Sample group description

4 Habits of using videogames in general

7 Equipment

5 Habits of using online videogames

6 Buying and/or renting videogames

8 Conclusions


3

Approach for U&A Phase and Objectives1


4

The special objectives are:

Habits of use:

Evolution of use: more, less or the same as one year ago. Other forms of entertainment where more time is spent to the detriment of videogames Uses without Internet connection: frequency and amount of use, connected to computer or console

Company: alone or with somebody else Where What: Sections

Uses with Internet connection: Type of connection: (narrowband, wide band, cable / Ethernet Likes/ Dislikes Playing videogames online: level of satisfaction; barriers and

drawbacks Services used on the Internet

U&A Phase Indicators (I)


5

Buying and / or renting videogames:Level of satisfaction with current selectionRenting:

Level of satisfaction with the rental selection Frequency of renting videogames Buying after using a rented videogame: buying frequency and videogames most often rented and bought

Buying:Most recently bought: type, how acquired (gift, purchase, copy, Internet download…) When buying: Average costPlace of purchase

Choosing videogames:

Most important features when choosing a videogame Favourite videogame and reasons why

U&A Indicators Phase (II)


6

Budget and average amount spent on audiovisual entertainment:They have an assigned budget: whether or not they are at liberty to use the budget Estimated breakdown of expenses among the following items: videogames, music, video and DVD’s.

Equipment and its characteristics:

PC equipmentConsole typeInternet

U&A Indicators phase (III)


7

Methodology2


8

MARGIN OF ERRORTotal: ±4% with a reliability rate of 95,5% where p=q=0,5

PC: ±5,66% with a reliability rate of 95,5%Console: ±5,66% with a reliability rate of 95,5%

RESEARCH DESIGN Semi-structured personal interview with questionnaire, lasting approximately 20 minutes.

Videogame users from 7 to 34 years oldPOPULATION

Representative national sample of videogame users based on Omnibus results AREA

Total number of interviews: 604PC videogame players: 302 interviewsConsole videogame players: 302 interviewsChildren (7 to 13 years old): 138 interviews Adolescents and Adults (14 to 34 years old): 466 interviews

SAMPLE GROUP

Sample group design


9

PC Players Console Players

GENDER Male 64,0 75,7 Female 36,0 24,3 AGE 7 to 10 years old 7,0 8,9 11 13 years old 9,6 15,1 14 to 16 years old años

12,7 17,1 17 to 19 years old 13,7 16,1 20 to 24 years old 20,0 20,1 25 to 34 years old 37,0 22,7 SOCIAL CLASS Upper 11,7 7,9 Upper Middle 35,0 24,7 Middle Middle 39,3 48,7 Lower Middle 13,3 17,8 Lower 0,7 1,0 CITY SIZE 50.000 to 200.000 35,0 35,9 200.000 to 500.000 21,3 22,4 500.000 to 1.000.000 14,7 14,5 More than 1.000.000 29,0 27,3 REGION Northeast 24,3 22,4 East 20,3 20,1 South 13,7 15,1 Central 22,3 22,4 Northwest 3,3 3,3 North 16,0 16,8

Weighting: Data in the following report is weighted as follows: gender, age, city size, region and social class based on results obtained in the Omnibus study conducted by GfK for AdeSe in September 2004.

NON-WEIGHTED DATA WEIGHTED DATA

PC Players Console Players Consola GENDER

Male 66,8 70,3 Female 33,2 29,7 AGE 7 to 10 years old 7,0 13,5 11 13 years old 9,7 15,5 14 to 16 years old 18,0 13,9 17 to 19 years old 17,3 13,2 20 to 24 years old 20,7 20,8 25 to 34 yeas old 27,3 23,1 SOCIAL CLASS Upper 1,7 0,7 Upper Middle 18,9 15,5 Middle Middle 62,6 63,0 Lower Middle 16,2 19,5 Lower 0,7 1,3 CITY SIZE 50.000 to 200.000 38,5 43,6 200.000 to 500.000 23,6 18,2 500.000 to 1000.000 15,6 12,5 More than 1.000.000 22,3 25,7 REGION Northeast 25,5 21,5 East 20,2 19,5 South 11,9 14,2 Central 22,2 22,5 Northwest 11,6 9,9 North 8,6 12,5


10

Aspects to consider in the graphs:

All the graphs include a footnote indicating the unit of measure (percentages, average), the base and the question the data refers to.

Bases consisting of fewer than 80 cases are indicated with an asterisk (*) and therefore are considered to be small. The bases point towards trends. Bases consisting of fewer than 40 cases are indicated with two asterisks (**) and in this case we recommend not extracting any type of conclusion. They’re included for information purposes only.

The report highlights all significant differences from one segment in relation to the total sample, where:

Aspects to consider in the graphs:

All the graphs include a footnote indicating the unit of measure (percentages, average), the base and the question the data refers to.

Bases consisting of fewer than 80 cases are indicated with an asterisk (*) and therefore are considered to be small. The bases point towards trends. Bases consisting of fewer than 40 cases are indicated with two asterisks (**) and in this case we recommend not extracting any type of conclusion. They’re included for information purposes only.

The report highlights all significant differences from one segment in relation to the total sample, where:

Significantly higher difference than the total; test t for Student, 95% reliability rate

Significantly lower difference than the total; test t for Student, 95% reliability rate


11

Sample group description3


12

Socio-demographical description of the Sample Group (I)

68,5

31,5

10,3

12,6

15,9

15,3

20,7

25,2

14,7

80,8

4,5

GENDER

Male

Female

AGE

7-10 years old

11-13 years old

14-16 years old

17-19 years old

20-24 years old

25-34 years old

POSITION OF INTERVIEWEE IN THE HOME

You are the main provider

Somebody else is main provider

You and someone else earn more or less the same


13

Socio-demographical description of the Sample Group (II)

14,4

9,6

4,7

3,4

8,3

22,6

43,4

14,8

5,7

2,2

0,6

1,2

62,8

17,8

1,0

17,2

MARITAL STATUS

Single

Married

Living with partner

Divorced / Separated

Widow/er

NUMBER OF PEOPLE IN HOME WITH INCOME

1 person

2 people

3 people

4 people

5 people

+ than 5 people

SOCIAL CLASS

Upper

Upper Middle

Middle Middle

Lower Middle

Lower

Upper/Upper Middle: 18,4%

Lower Middle/Lower: 18,8%

*

* Only adults asked


14

Socio-demographical description of the Sample Group (III)


15

2,2

8,3

30,5

43,5

7,9

6,8

6,2

15,9

24,8

42,3

5,6

4,0

LEVEL OF STUDIES

Primary incomplete

Primary school

Secondary school 1st cycle

Secondary school 2nd cycle

High school 1st cycle

High school 2nd cycleInterviewed

Head of Family

Socio-demographical description of the Sample Group (IV)


16

Habits of using videogames in general

4


17

4.1 The videogame market


18

Playing frequency

PC Players: 74,7%

CONSOLE Players: 72,0%

Q.6. How often, on average, do you play videogames?

PC

Unit: Percentages Base : Total Sample (n=604)

CONSOLE

More than 70% of the total sample play PC and Console videogames at least occasionally. Most of them (63,3% PC and 60,6% Console) play more than once per week.

More than 70% of the total sample play PC and Console videogames at least occasionally. Most of them (63,3% PC and 60,6% Console) play more than once per week.


19

Dual PlatformsGames shared between PC and Console

Unit: PercentagesBase: Total Sample (n=604)

Almost half of the sample group play using a PC or Console at least occasionally. 75,8% of the DUALS play using a PC more than once per week. Slightly more of the DUALS play using

a CONSOLE more than once per week (79,3%).

Almost half of the sample group play using a PC or Console at least occasionally. 75,8% of the DUALS play using a PC more than once per week. Slightly more of the DUALS play using

a CONSOLE more than once per week (79,3%).

PROFILEConducted by highlighting socio-demographic aspects that stand out with regards to the total sample group:

There is a larger percentage of ONLINE PLAYERS (54,1%) and UPPER / UPPER MIDDLE SOCIAL CLASS (38,4%) among Exclusive PC players.

There are more 7-13 YEAR OLD CHILDREN (40,1%) among Exclusive Console players.

Total number videogame

players

Total number

individuals*

Base: n= 604 n=2.472

TOTAL NUMBER VIDEOGAME PLAYERS

Total PC players 74,7% 18,2%

Total Console players 72,0% 17,6%

TOTAL NUMBER EXCLUSIVE VIDEOGAME PLAYERS

Exclusive PC videogames 28,0% 6,8%

Exclusive Console videogames 25,4% 6,2%

TOTAL DUAL VIDEOGAMES

Dual PC and Console games 46,6% 11,4%

*Transformation of sample data (n=604) into individuals (from data issued by the Spanish National Statistics office).


20

What stands out in videogames?4.2


21

What first comes to mind when you think of videogames?

Q.1 When talking about videogames, what first comes to your mind? What do you first think of when talking about videogames?

Unit: Percentages Base: Total Sample (n=604)

Children: 28,9%

Adults: 58,3%

Children: 10,1%

Adults: 3,8%

Children: 53,6%

Adults: 40,3%


22

What do you like the most about videogames?

Q.2 What do you like the most about videogames in general?

26,2

14,3

12,3

9,0

6,6

4,2

4,1

3,8

19,6

13,3

10,8

7,8

8,2

Entertainment / Diversion

Amusement / It's fun

Graphics / Colours

To have a good time

Simulations / It's seems real

Action

Playing with friends / others

Levels / Screens

Winning / Competition

Total Mentions

1st Mention

DIVERSION is what ADOLESCENTS / ADULTS like most about videogames (29%) when compared to CHILDREN (16%).

AMUSEMENT (19%) is in first place among CHILDREN and ACTION (17%) is in second, much higher than adults.

COMPETITION is liked more by EXCLUSIVE PC USERS (9%) and HEAVY USERS (15%) than other segments.

The LOWER-MIDDLE/ LOWER social classes place more importance on PLAYING WITH FRIENDS/ OTHERS (10%).

DIVERSION is what ADOLESCENTS / ADULTS like most about videogames (29%) when compared to CHILDREN (16%).

AMUSEMENT (19%) is in first place among CHILDREN and ACTION (17%) is in second, much higher than adults.

COMPETITION is liked more by EXCLUSIVE PC USERS (9%) and HEAVY USERS (15%) than other segments.

The LOWER-MIDDLE/ LOWER social classes place more importance on PLAYING WITH FRIENDS/ OTHERS (10%).


Average mentions: 1,6


23

Q3 And what do you like the least?

What do you like the least about videogames?

20,7

8,1

6,7

5,5

5,4

5,2

3,8

23,9

17,0

6,7

Price

You get hooked

They're difficult

Waste your time

Too long to download

Make you tired

Violence

Don't last long/ easy

Nothing

Total Mentions

1st Mention

PRICE is liked the least. ADOLESCENTS / ADULTS (25%) mention it the most, while CHILDREN don’t view it as an important barrier (5%).

ADDICTION worries FEMALE PLAYERS the most (13%) along with ADOLESCENTS / ADULTS (10%).

VIOLENCE (10%) is another aspect that WOMEN also like the least.

People in the UPPER / UPPER MIDDLE social classes least like that fact that the games DON’T LAST LONG/ EASY (9%).

Most CHILDREN (36%) answer NO DRAWBACK.

PRICE is liked the least. ADOLESCENTS / ADULTS (25%) mention it the most, while CHILDREN don’t view it as an important barrier (5%).

ADDICTION worries FEMALE PLAYERS the most (13%) along with ADOLESCENTS / ADULTS (10%).

VIOLENCE (10%) is another aspect that WOMEN also like the least.

People in the UPPER / UPPER MIDDLE social classes least like that fact that the games DON’T LAST LONG/ EASY (9%).

Most CHILDREN (36%) answer NO DRAWBACK.


Average mentions: 1,3


24

Habits of using videogames4.3


25

Evolution of playing videogames

Current use compared to last year

Q.10 How often do you play videogames compared to a year ago? / Q.11a Why do you play more now? / Q.12a. Why do you play less now?

56,451,7

25,625,8

17,822,5

PC (n=302)

Console (n=302)

Plays more than a year ago The same as a year ago Less than a year ago

37,6

23,9

20,3

8,5

4,5

New games

New console/ didn't havebefore

I like it more/ it's fun

More free time

I'm older and I understandthem

Reasons for playing more

Reasons for playing less

Units: PercentagesBase: plays more (n=122)

Half of the sample group play videogames (either on PCs or Consoles) as often as a year ago. CHILDREN now play more (33%) and LIGHT PLAYERS play less (36,5%). Reasons why they play more include new games and new levels, and that they have fun playing. The biggest barrier for playing videogames is free time, either due to studies or work.

Half of the sample group play videogames (either on PCs or Consoles) as often as a year ago. CHILDREN now play more (33%) and LIGHT PLAYERS play less (36,5%). Reasons why they play more include new games and new levels, and that they have fun playing. The biggest barrier for playing videogames is free time, either due to studies or work.

38,1

35,8

14,6

13,4

7,0

Less free time

Because ofwork/ studies

They're boring

I like otherentertainment

betterI don't havepermission

Units Percentages Base: plays less (n=155)


26

Units: Percentages

SUBSTITUTES ANOTHER ACTIVITY FOR VIDEOGAMESBase: Plays more videogames (n=122)

Substituted activityBase: Has substituted or reduced another activity (n=28**)

Q.11b Have you given up or significantly decreased other forms of entertainment to play more PC videogames? / Q11c. Which ones? / Q12b. Did you give it up for another form of entertainment, or have you significantly increased leisurely activities when you reduced the time playing PC videogames? / Q12c. Which ones?

No 71,6%

Yes18,7%

DK/ DA9,7%

SUBSTITUTES VIDEOGAMES FOR ANOTHER ACTIVITYBase: Plays fewer videogames (n=155)

DK/ DA1,3%

Yes52,0%

No 46,7%

Increased activities Base: Has increased interest in other activities (n=81)

34,7

19,8

9,9

6,8

6,0

5,4

5,2

4,8

12,3

Studying

Social activities

Sports

Hobby/ Interests

Work

TV

Music

Reading

Computers

Only two out of every ten players who play videogames more often this year than last year reduced other activities, mainly outdoor activities and studying.

In the opposite case among those who play less often, five out of every 10 players increased other activities, mainly studying and social activities.

In the area of changing habits, WOMEN stand out (73%).

Only two out of every ten players who play videogames more often this year than last year reduced other activities, mainly outdoor activities and studying.

In the opposite case among those who play less often, five out of every 10 players increased other activities, mainly studying and social activities.

In the area of changing habits, WOMEN stand out (73%).

Substituted activities for playing videogames more or less often


27

HEAVY25,9%

MEDIUM63,6%

LIGHT10,5%

Players based on their Frequency of Play

MEDIUM PLAYER:

Plays videogames between 1 and 4 hours per week

HEAVY PLAYER:

Plays videogames more than 4 hours per week

LIGHT PLAYER:

Plays videogames less than 1 hour per week

HEAVY22,9%

MEDIUM58,3%

LIGHT18,8%

CONSOLE PC

There are more MEN (30,9%) and ADOLESCENTS/ ADULTS (30,1%) found among the HEAVY PLAYERS.

On the contrary LIGHT PLAYERS are made up mostly of WOMEN (21,3%).

There are more HEAVY USERS of PC videogames among players who also play ONLINE videogames (34,8%).

LIGHT PLAYERS are most notably between 20-24 years old (31,4%).


28

Average hours spent each time when playing videogames In one week

Q.6 You told me earlier that you play…on a PC. Would you now tell me on a normal day during the week, from Monday to Friday, how many hours on average you play per day on a PC? / Q8. Would you tell me the same for a weekend, on Saturdays and Sundays, how many hours on average you play per day on a PC?

Unit: PercentageBase: PC players (n=302); Console players (n=302)

1,7

13,0

24,3

15,7

24,4

2,0

8,5

21,4

20,4

21,7

25,9

27,2

21,5

9,6

22,9

1,3

17,5

Less than half hour

Between half hourand hour

Between one andtwo hours

Between two andthree hours

Between three andfour hours

More than four hours

Total Console PC

LIGHT PLAYER

MEDIUM PLAYER

HEAVY PLAYER

Average hours played:PC: 2,6Console: 3,0


29

0,7

2,06

5,35

2,55

3,2

1,6

0,7

2,1

1,0

0,3

1,3

0,5LIGHT

MEDIUM

HEAVY

TOTAL PC

During the week

Weekend

Total

How do players divide their time during the week and on weekends?

Q.6 You told me earlier that you play…on a PC. Would you now tell me on a normal day during the week, from Monday to Friday, how many hours on average you play per day on a PC? / Q8. Would you tell me the same for a weekend, on Saturdays and Sundays, how many hours on average you play per day on a PC?

Unit: AverageBase: PC players (n=302); Console players (n=302)

0,64

2,31

5,67

3,01

3,5

1,9

0,8

2,2

1,1

0,2

1,5

0,4LIGHT

MEDIUM

HEAVY

TOTAL CONSOLE

CONSOLE PLAYERS spend more time

playing, especially on weekends.

HEAVY and MEDIUM PLAYERS spend

more time playing on weekends, and

LIGHT PLAYERS play more often during

the week.

CONSOLE

PC

AVERAGE HOURS PLAYED


30

17,7

15,5

68,5

75,8

66,6

54,6

9,46,1

4,0 4,5

PC Players (n=236)

Console players (n=243)

Unit: PercentagesBase : Play from Mon-Fri (n=479)

Main Moment for Playing

P.7a From the moments shown on this card, when do you most often play on the Console / PC during the week, from Monday to Friday? / Q7b. And what other times do you also usually play on the Console / PC during the week, from Monday to Friday?

13,4

10,0

48,6

60,8

29,4

26,3

4,93,1

1,5 0,5

0,6PC Players (n=236)

Console Players (n=243)

When you wake up Morning hours In the afternoonIn the evening After having dinner Late-nightDK/DA

Total Moments for Playing

Moments during the day for playingDuring the week

Children:

95,2%

Adolescents/ Adults: 66,5%

25-34 years old: 49,7%

25-34 years old:

79,4%


31

5,2 24,5

17,8

74,7

74,3

49,6

41,74,8

33,9

30,9 13,2

PC Players (n=236)


10,3

8,7

54,0

53,1

13,8

13,8

1,30,6

2,3

20,0

19,5 2,1

0,6PC Players (n=236)


When you wake up Morning hours In the afternoonIn the evening After having dinner Late-nightDK/DA

Main Moment for Playing

Q.9a From the moments shown on this card, when do you most often play on the Console / PC on weekends, Saturdays and Sundays? / Q9b. And what other times do you also usually play on the Console / PC on weekends, Saturdays and Sundays?

Total Moments for Playing

Moments during the day for playingWeekends

Unit: PercentagesBase : Play on weekends (n=516)

Children:

49,1%

25-34 years old:

69%

Children: 34,2%

25-34 years old:

31,8%Heavy: 9,6%


32

Habits of Use

Q.13 And now think of when you play videogames on a PC. Who do you usually play with? / Q 14. Where do you usually play? / Q44. Do you usually exchange videogames for PC’s with your family, friends, etc…?

Unit: PercentagesBase: Total sample (n=604)

WHO THEY USUALLY PLAY WITH

No 29,9%

Yes68,8%DK/DA

1,3%

73,7

11,4

2,8

2,3

2,1

55,0

23,4

19,4

0,8

1,4

7,6

Alone

With friends

With family

With friends on the Internet

Girlfriend / Partner

On the Internet at "gamingzones"

PC

Console

PLACE WHERE THEY USUALLY PLAY

VIDEOGAME EXCHANGE

3,3

0,8

95,3

4,1

0,5

94,7

0,7

At home

At a friend's /relative's house

At ciber cafes

At workPCConsole

They Play Online:10,9%4,8%

Base: PC (n=302); Console (n=302) Base: Total Sample (n=604)

Dual: 75,4%Men: 72,8%

PCConsol

e

YES 68,4 69,1

NO 30,1 29,6


33

What is their Relevant Set of themes?4.4


34

The four most played themes in the last few years are in this order: ACTION, ADVENTURE, CARS/ RACING and SPORTS.

ONLINE PLAYERS stand out from other segments in that they significantly play more STRATEGY, SIMULATION AND ROLE games.

There isn’t a significant difference in terms of the Total sample based on the type of platform.

The four most played themes in the last few years are in this order: ACTION, ADVENTURE, CARS/ RACING and SPORTS.

ONLINE PLAYERS stand out from other segments in that they significantly play more STRATEGY, SIMULATION AND ROLE games.

There isn’t a significant difference in terms of the Total sample based on the type of platform.


Women: 26,9%

Men: 62,7%

Online Games: 64,9%

Children: 26,8% DK/DA:

0,1%

Themes played in the last year

Online Games: 34,1%

Online Games: 30,5%

Q.15 We have been talking about the use of videogames, now we’re going to focus on the types of videogames that exist. What types of videogames have you played in the last year?


35

62,7

55,1

54,0

53,0

37,7

32,1

29,9

21,7

18,7

14,3

11,9

11,0

1,6

52,4

48,3

45,8

48,4

23,6

22,4

43,5

15,7

21,7

19,7

20,9

13,6

3,0

Action

Adventure

Sports

Cars/ Racing

Fighting

Shooting

Strategy

Levels

Simulation

Role Play

Various

Kid's

Erotic

Console PlayersPC Players

Men:66,6%58,5%

Children: 23,5%

Themes played in the last yearBased on Platform

Online Games: 34,7%

Online Games: 67,5%


Unit: PercentagesBase: PC Players (n=302); Console Players (n=302)


36

Game duality of various themes


Unit: Percentages

TOTAL

Act

ion

Adv

entu

re

Car

s/

Rac

ing

Spor

ts

Shoo

ting

Stra

tegy

Kid

’s

Leve

ls

Figh

ting

Rol

e Pl

ay

Sim

ulat

ion

Var

ious

Base 604 348 312 306 302 164 221 74* 113 185 103 122 99

Action 57,6 100,0 66,7 65,9 62,6 82,1 64,2 45,6 81,4 78,8 72,9 71,9 57,7

Adventure 51,7 59,9 100,0 48,3 47,4 64,1 55,1 69,4 72,8 60,6 65,2 66,9 63,3

Cars/ Racing 50,7 58,0 47,3 100,0 63,9 76,5 46,7 49,3 63,6 72,3 53,6 61,1 53,1

Sports 49,9 54,3 45,7 62,9 100,0 68,5 45,0 45,7 47,9 66,7 47,7 46,3 39,2

Shooting 27,2 38,8 33,7 41,1 37,4 100,0 37,1 21,7 45,6 53,2 49,0 43,7 42,5

Strategy 36,7 40,9 39,1 33,8 33,1 49,9 100,0 28,0 45,8 38,0 64,8 55,2 42,2

Kid’s 12,3 9,8 16,5 12,0 11,3 9,8 9,4 100,0 12,0 9,6 16,4 15,3 15,6

Levels 18,7 26,5 26,3 23,5 17,9 31,4 23,4 18,2 100,0 26,7 30,3 47,1 24,2

Fighting 30,7 42,0 35,9 43,7 41,0 59,9 31,8 23,8 43,7 100,0 45,2 44,4 37,3

Role play 17,0 21,5 21,4 18,0 16,2 30,6 30,1 22,6 27,5 25,0 100,0 35,2 17,2

Simulation 20,2 25,3 26,1 24,4 18,7 32,5 30,4 25,1 50,9 29,2 41,9 100,0 29,9

Various 16,4 16,4 20,0 17,2 12,9 25,6 18,9 20,8 21,2 19,9 16,5 24,2 100,0

Average Mentions 3,9 5,0 4,8 5,0 4,7 6,4 5,0 4,8 6,2 5,9 6,1 6,2 5,3


37

Who are the players of the various themes and what are they like?

TOTA

L

Act

ion

Adv

entu

re

Car

s/ R

acin

g

Sort

s

Shoo

ting

Stra

tegy

Kid

’s

Leve

ls

Figh

ting

Rol

e pl

ay

Sim

ulat

ion

Var

ious

TOTAL 604 348 312 306 302 164 221 74 113 185 103 122 99

Gender

Male 68,5 75,1 64,6 76,6 86,1 84,9 68,7 54,3 66,4 81,0 78,5 67,2 48,3

Female 31,5 24,9 35,4 23,4 13,9 15,1 31,3 45,7 33,6 19,0 21,5 32,8 51,7

Age

Children 22,9 22,2 26,4 26,2 24,4 28,5 17,4 49,7 21,6 28,0 13,9 17,3 19,8

Adults 77,1 77,8 73,6 73,8 75,6 71,5 82,6 50,3 78,4 72,0 86,1 82,7 80,2

Platform

PC 49,9 45,4 46,6 47,6 45,8 41,0 59,2 55,2 42,0 38,4 57,8 53,6 63,6

Console 50,1 54,6 53,4 52,4 54,2 59,0 40,8 44,8 58,0 61,6 42,2 46,4 36,4

Users

PC Exclusives 28,0 26,0 24,8 26,1 23,3 22,4 27,8 25,5 28,4 20,9 31,3 32,3 41,5

CONSOLE Exclusives 25,4 27,2 24,6 26,9 28,9 26,2 17,8 25,7 27,1 31,1 13,9 20,6 16,8

Duals 46,6 46,8 50,6 47,0 47,8 51,4 54,4 48,7 44,5 48,0 54,8 47,1 41,7

Intensity of play

Heavy 24,4 32,9 27,9 27,3 27,0 40,3 32,3 19,2 39,2 36,0 31,0 37,4 27,8

Medium 60,9 56,8 56,5 59,5 60,3 49,1 54,2 60,6 54,2 53,7 52,2 52,3 48,6

Light 14,7 10,3 15,5 13,2 12,7 10,6 13,6 20,2 6,6 10,3 16,8 10,3 23,6

Online games

Yes 15,9 17,2 18,5 16,6 15,1 18,8 28,1 16,3 19,1 16,7 31,8 24,0 23,3

No 84,1 82,8 81,5 83,4 84,9 81,2 71,9 83,7 80,9 83,3 68,2 76,0 76,7


38

Who are the players of the various themes and what are they like?

Acción

Aventuras

Coches/ Carreras

Deportes

Disparos

Estrategia

Plataforma

Lucha

Rol

Simulación

VariosHombre

Mujer11 - 13 años

14 - 16 años

17 - 19 años

20 - 24 años

25 - 34 años

PC

ConsolaHeavy

Medium

Light

Mayor intensidad

Menor intensidad

ReflexiónAdrenalina

Acción

Aventuras

Coches/ Carreras

Deportes

Disparos

Estrategia

Plataforma

Lucha

Rol

Simulación

VariosHombre

Mujer11 - 13 años

14 - 16 años

17 - 19 años

20 - 24 años

25 - 34 años

PC

ConsolaHeavy

Medium

Light

Action

Adventure

Cars/ Racing

Sports

Shooting

Strategy

Platform

Fighting

Role Play

Simulation

VariousMen

Women11 - 13 years old

14 - 16 years old

17 – 19 years old

20 – 24 years old

25 - 34 years old

PC

ConsoleHeavy

Medium

Light

Most frequent

Least frequent

ReflectionAdrenaline


39

13,5

10,7

10,6

10,1

10,0

9,9

6,6

6,0

4,5

1,3

14,7

16,5

7,5

7,0

11,6

8,3

11,0

6,5

9,4

7,5

5,8

6,1

22,4

10,9

23,3

24,9

17,8

15,2

23,0

25,5

22,5

22,3

13,8

20,1

31,9

36,4

35,4

33,4

40,3

35,0

38,2

39,5

35,7

33,9

37,2

38,7

9,1

6,3

13,2

15,4

10,5

18,7

11,2

13,6

12,1

13,4

27,1

25,0

5,0

14,8

9,7

8,1

6,2

12,0

6,3

3,8

11,8

16,8

7,0

7,2

0,4

14,6

10,7

1,7

4,5

1,9

1,2

0,8

3,1

0,5

0,2

1,6

2,3Sports (n=302)

Various (n=99)

Cars/ Racing (n=306)

Fighting (n=185)

Shooting (n=164)

Role play (n=103)

Action (n=348)

Adventure (n=312)

Strategy (n=221)

Kid's (n=74*)

Simulation (n=122)

Levels (n=113)

Every day 5 or 6 days per week 3 or 4 days per week

1 or 2 days per week 2 or 3 days per month One day per month or lessDK(DA

SPORTS videogames are played most often: More than half of SPORTS players play more than 3 days per week.

SIMULATION videogames are the least played (39%, less than once per week).

SPORTS videogames are played most often: More than half of SPORTS players play more than 3 days per week.

SIMULATION videogames are the least played (39%, less than once per week).

Themes played in the last year and frequency of play

Unit: PercentagesBase: Themes played in the last year

Q.16 And how often do you play……?


40

SPORTS videogames are preferred especially by MEN.

In terms of preference, ACTION and ADVENTURE games are ranked next. ADVENTURE games are particularly enjoyed by WOMEN and ONLINE PLAYERS.

There isn’t a significant difference based on platform.

SPORTS videogames are preferred especially by MEN.

In terms of preference, ACTION and ADVENTURE games are ranked next. ADVENTURE games are particularly enjoyed by WOMEN and ONLINE PLAYERS.

There isn’t a significant difference based on platform.

Favourite themes


Q.17 What would you say your favourite type of videogame is - the one you like the most?

Women: 24,3%Light Players: 34,0%

Men: 29,3%

Online Games: 23,2%

Children: 5,8% DK/DA: 1,4%


41

23,4

18,2

15,8

13,3

7,7

6,7

4,0

3,5

2,4

2,1

1,5

1,1

19,8

17,2

8,6

13,2

3,0

13,3

4,3

4,4

5,6

2,4

1,7

3,7

Sports

Action

Cars/ Racing

Adventure

Fighting

Strategy

Role play

Levels

Various

Shooting

Kid's

Simulation

Console Players

PC Players

Women: 26,6%

Favourite themesBased on platform

Q.17 What would you say your favourite type of videogame is - the one you like the most?


Women:5,6%4,2%

Women: 7,4%

Women: 10,3%

Women: 14,4%


42

14% would play with all videogame themes that exist.

Of the games mentioned by some, they would normally play with one or two types of videogames.

The most rejected games are KID’S, ROLE PLAY and EROTIC.

WOMEN reject videogames with SHOOTING and FIGHTING as themes.

14% would play with all videogame themes that exist.

Of the games mentioned by some, they would normally play with one or two types of videogames.

The most rejected games are KID’S, ROLE PLAY and EROTIC.

WOMEN reject videogames with SHOOTING and FIGHTING as themes.

Rejected themes


Q.18 From the types of videogames you told me you HAVEN’T played during the past year, which one or ones would you never play?

27,7

22,9

17,9

12,9

10,6

7,0

6,7

6,3

5,5

5,4

5,2

2,7

1,5

14,0

Kid's

Role Play

Erotic

Shooting

Fighting

Levels

Various

Strategy

Sports

Simulation

Cars/ Racing

Action

Adventure

None

Women:23,5%20,7%

Upper/ Upper Middle Social Class: 11,0%

DK/DA: 11,9%Average Mentions: 1,7


43

Giving up themes and reasons

Q.19 .What type of videogames did you play quite often in the past and now have stopped playing? / Q.20 Why?

More than half of the sample group hasn’t given up playing any given videogame theme.

The main reasons for giving up playing one of the themes are:

They’re boring

Due to age

Prefer others

More than half of the sample group hasn’t given up playing any given videogame theme.

The main reasons for giving up playing one of the themes are:

They’re boring

Due to age

Prefer others

9,9

4,2

3,3

2,9

2,4

2,1

1,8

1,8

1,3

1,3

1,2

0,9

0,4

55,5

Kid's

Role Play

Levels

Various

Strategy

Fighting

Cars/ Racing

Sports

Action

Shooting

Adventure

Simulation

Erotic

None


DK/DA: 15,0%

Complicated/ your reach a level you can’t pass

Due to age


44

57,6

17,7

2,61,3

51,7

13,2

1,51,2

50,7

12,2

5,1

1,8

49,9

21,6

5,51,8

36,7

10,0

6,1

2,4

30,7

5,3

10,4

2,1

Action Adventure Cars/ Racing Sports Strategy Fighting

Given up

Rejected

Favourite

Last year

Relevant Set (I)

Q.15 What types of PC videogames have you played in the last year?/ Q.17 What would you say your favourite type of videogame is - the one you like the most? Q.18 Which one or ones would you never play? / Q.19 .What type of videogames did you play quite often in the past and now have stopped playing?



45

Relevant Set (II)

Q.15 What types of PC videogames have you played in the last year?/ Q.17 What would you say your favourite type of videogame is - the one you like the most? Q.18 Which one or ones would you never play? / Q.19 .What type of videogames did you play quite often in the past and now have stopped playing?

27,2

2,3

12,7

1,3

20,2

2,45,3

0,9

18,7

3,9

7,0

3,3

17,0

4,2

22,5

4,2

16,4

4,06,6

2,9

12,3

1,6

27,3

9,9

Shooting Simulation Levels Role Play Various Kid's

Given up

Rejected

Favourite

Last year



46

Favourite videogame titles and Key Drivers for Choosing

4.5


47

Favourite videogame titles

P.21. What’s your preferred or favourite PC / Console game?

Unit: Percentages above 1,5%Base : PC Players (n=302); Console Players (n=302)

Favourite titles for videogames is very scattered, having mentioned very many titles.

Titles that stand out include the SIMS as a favourite game for PC players.

CONSOLE players have several favourite games in the following order: FIFA FOOTBALL, GTA, PES.

The SIMS is clearly the favourite game among WOMEN, while MEN prefer FOOTBALL games.

Favourite titles for videogames is very scattered, having mentioned very many titles.

Titles that stand out include the SIMS as a favourite game for PC players.

CONSOLE players have several favourite games in the following order: FIFA FOOTBALL, GTA, PES.

The SIMS is clearly the favourite game among WOMEN, while MEN prefer FOOTBALL games.

13,6

10,6

9,5

5,3

3,2

3,1

3

2,8

2,8

2,5

2,4

2,1

1,9

1,3

1,1

10,9

1,3

1,6

15,0

1,4

0,7

2,2

5,1

2,0

1,7

3,0

1,5

FIFA Football (NET)

GTA (NET)

PES (NET)

Final Fantasy (NET)

Formula 1 (NET)

Sims (NET)

Tekken 4

Harry Potter (NET)

World Rally (NET)

Metal of Honor (NET)

Need for Speed (NET)

Crash Bandicoot

ESDLA (NET)

Tony Hawk's

Colin McRae (NET)

Age of Empires

Euro 2004

Console

PC

Men: 16,3%

Men: 8,1%

Women: 24,4%


48

Preference and reasons

Reasons for preference appear for the 4 favourite

titles. However, the same can’t be

said of other videogames due

to the lack of existing statistics

for each title.

Reasons for preference appear for the 4 favourite

titles. However, the same can’t be

said of other videogames due

to the lack of existing statistics

for each title.

TOTAL FIFA Football GTA SIMS PES

Base 604 74* 36** 55* 33**

GAME CHARACTERISTICS (NET) 44,9 30,2 67,3 64,2 54,9

Real simulations / It seems real 9,6 3,6 7,8 18,9 39,2

Freedom in playing / control / you can do what you want

8,0 8,6 30,7 34,1 4,4

The characters/ variety of characters 6,7 3,7 2,3 11,5 7,0

Store / Plot/ Content 6,6 4,4 8,1 8,8 --

Graphics / Colours / Image quality 6,0 4,7 3,8 3,1 4,5

It’s difficult / It’s not easy to reach the end l 3,7 1,7 2,4 3,1 2,2

Variety 2,3 -- 17,9 1,3 2,8

It’s easy / simple 1,9 3,4 -- -- 4,4

You turn into the character 1,3 -- -- 2,9

TYPE OF GAME (NET) 39,3 61,4 29,7 7,3 59,4

Action 7,3 -- 17,6 -- --

Sports 6,7 10,7 -- -- 22,2

Cars/ Racing 6,1 2,2 8,5 -- --

With logic / intelligence 3,6 2,0 -- 6,8 --

Shooting 2,5 -- 7,2 -- --

Fighting 2,2 -- 3,1 -- --

Football 10,6 54,3 -- -- 42,0

POSITIVE COMMENTS (NET) 36,6 22,4 16,4 52,8 26,5

Entertaining / enjoyable / fun 21,1 11,8 12,5 40,8 7,9

I like it / it’s good / it’s appealing/ interesting 11,3 9,1 3,9 11,7 18,4

IN FASHION (NET) 7,3 14,6 3,1 -- 13,3

It’s the one I play with friends 3,5 7,7 0,5 -- 13,3

It’s the newest / a novelty 2,7 7,0 2,6 -- --


49

Importance in Choosing a videogame

Q.23 When choosing a PC game, tell me how important or unimportant each of the following features are. For each one, use a scale from 1 to 10, where 0 represents “Not important”, and 10 is very important, using average scoring to clarify your opinion.

76,2

65,7

64,2

63,3

61,9

53,2

50,7

48,6

46,9

32,4

30,2

28,3

16,9

19,3

16,7

25,1

27,1

26,1

30,3

32,1

33,9

35,2

37,0

27,8

32,3

32,8

6,3

4,5

11,5

9,2

8,7

10,6

7,8

14,7

15,4

16,2

16,1

39,8

37,5

38,9

71,8

76,8Number of screens

Has to be fast

Price of game

Have to be able to play with others at same time

The story, the plot

The person, the main character

Recommendations from friends, family

The number of characters

My friends, family have it

Format (CD, DVD...)

The other characters

You can play online, on the Internet

The manufacturer of the game

Advertising

Important T3B (10 to 7) Not important nor unimportant Not important T3B (0 to 3)

7.7

7.7

7.6

7.1

7.1

6.8

6.8

6.3

6.1

6.1

6.0

4.6

4.6

4.6

AVERAGE


Upper SC:

57,4%

Upper SC:

63,9%

Online:

80,6%

Online:

63,8% Light:

55,8%

Children:

21,1%Light

: 22,3

%


50

7,9

7,6

7,5

7,4

7,2

7,1

6,8

6,3

6,3

6,3

6,1

4,6

4,5

4,2

7,5

7,7

7,6

6,9

6,5

7,2

6,8

6,0

6,4

5,7

6,2

4,7

4,6

5,0

Number of screens

Has to best fast

Price of game


The person, the main character

The story, the plot


Format (CD, DVD...)


The other characters

My friends, family have it


Advertising

You can play online, on the Internet

Console

PC

Importance in Choosing a videogameBased on platform

Q.23 When choosing a PC game, tell me how important or unimportant each of the following features are. For each one, use a scale from 1 to 10, where 0 represents “Not important”, and 10 is very important, using average scoring to clarify your opinion.

81,4

74,3

71,2

70,0

68,4

63,4

63,8

53,3

52,8

53,3

50,7

31,1

26,7

27,7

Console 72,2

78,0

72,4

61,3

58,3

64,9

60,1

43,9

53,6

40,5

50,7

29,3

30,0

37,2

PC

25-34: 51,9%

25-34: 53,1%

UPPER:

54,4%

Online:

80,1%

Online:

65,9%Unit: Averages and PercentagesBase : PC Players (n=302); Console Players (n=302)

T3B


51

Importance in Choosing a videogame (T3B)Based on the Knowledge of the Manufacturer

TO

TAL

ACTIV

ISIO

N

ATARI

CAPC

OM

E. P

LAN

ETA

DEA

GO

STIN

I IN

TER

ACTIV

E

ELEC

TRO

NIC

ARTS

(EA)

FX

INTER

ACTIV

E

KO

NAM

I

MIC

RO

SOFT

NIN

TEN

DO

NO

KIA

PRO

EIN

SON

Y

UBI

SOFT

VIR

GIN

PLA

Y

Base: 604 166 256 104 194 289 139 310 402 501 335 97 503 127 181

The story / the plot 53,2 72,3 69,9 71,5 76,1 65,2 71,6 67,3 64,8 62,2 67,8 72,8 63,7 77,4 66,4

The person, the main character....

64,2 67,0 67,2 63,3 71,6 61,0 70,8 60,7 61,8 60,7 67,6 61,1 63,2 71,4 54,5

The other characters 63,3 51,4 55,9 48,8 49,7 45,4 54,9 45 46,6 46,1 47,7 53,7 46,6 49,0 43,4

Has to be fast 46,9 67,2 77,8 56,7 72,8 69,5 74,4 71,9 73,3 74,9 76,4 63,1 75,5 64,9 73,6


76,2 55,0 63,4 49,1 59,7 52,5 62,3 55,4 52,5 53,7 56,9 62,1 53,5 60,5 55,1

Number of screens 76,8 77,0 81,6 81,5 78,3 74,7 76,8 77,4 77,7 78,4 78,9 74,8 77,8 75,3 78,4

Format (CD, DVD...) 48,6 57,3 49,5 55,4 54,5 49,2 51,0 48,7 49,6 49 54,3 57,3 49 55,6 52,6


65,7 70,6 71,1 69,9 69,8 68,5 68,5 71,4 68,4 68,8 71,8 72,0 66,5 66,0 68,8

Have to be able to play online, on the Internet

32,4 41,2 36,9 28,8 38,4 37,8 43,3 35,5 32,3 31,9 35,3 53,4 32,5 41,4 39,6

Price of game 71,8 73,0 75,2 79,4 78,6 77,4 74 75,4 75,9 73,9 74,9 73,5 74,1 77,6 78,4


30,2 33,0 36,6 35,1 37,2 29,3 40,4 31,5 29,1 28,2 34,9 42,5 31,0 33,2 38,3

Advertising 28,3 25,6 28,9 23,1 38,5 26,6 33,9 24,8 27,6 26,3 35,4 33,8 29,0 24,9 29,6


61,9 64,0 64,7 56,1 75,5 63,8 67,9 65,4 62,7 63,0 60,1 75,6 61,5 62,5 58,7

My friends, family have it...

50,7 55,3 56,8 54,5 59,9 51,8 57,9 53 51,1 49,9 49,7 59,6 50,9 51,0 51,5


52

Conclusions on the Importance of Choosing a videogame

The most important aspects when it comes to choosing a videogame are listed in the following order:

The number of screens

Has to be fast

Price of the game

Online players also place great importance on the fact that you can play with other players at the same time, and that you can play on the web. This last part is much less important for Light Players (Who play less than one hour per week).

The least important aspects when it comes to choosing a videogame are:


Advertising


53

Habits of using Online videogames5


54

Users of Online videogames5.1


55

What do you like the most about Online videogames?

Unit: Percentages above 2,0% in totalBase: Online Players (n=96)

Q.29 What do you like the most about online / web-based videogames for PC’s?

Without a doubt, what respondents most like about Online videogames is REACTING with other people.

The attraction of PLAYING WITH STRANGERS and playing with MANY PEOPLE at the same time, received the most mentions.

It all has to do with COMPETING and ENTERTAINMENT.

Without a doubt, what respondents most like about Online videogames is REACTING with other people.

The attraction of PLAYING WITH STRANGERS and playing with MANY PEOPLE at the same time, received the most mentions.

It all has to do with COMPETING and ENTERTAINMENT.

71,7

28,5

20,0

10,7

9,7

27,6

9,0

8,1

7,3

5,7

3,8

13,0

12,4

2,6

68,4

24,7

23,8

9,8

19,8

10,4

4,5

24,6

7,2

4,5

4,2

4,4

1,9

CONNECTING WITH OTHERS (NET)

Playing with strangers / new people

Competing / Entertainment

Playing with many people at same time /Multiplayers

Playing with acquaintances / friends

Mixing with people on the web

ADVANTAGES OF ONLINE GAMES (NET)

A lot of game variety

Free / you don't have to buy it

Inmediate/ Games instantaneously

Download new games

You play at your level (level of difficulty)

EMOTIONS TRIGGERED (NET)

It's fun

Entertaining / to pass time

Total Mentions

1st MentionDK/DA: 1,1 %


56

44,3

18,5

12,9

3,3

28,0

7,0

5,7

5,5

4,6

4,2

42,7

13,3

17,9

10,7

11,1

25,3

6,6

4,2

3,2

TECHNICAL DRAWBACKS (NET)

Speed / it's slow

It freezes up / the connection is lost

It takes a long time to download / to open

Saturation on the servers

OTHERS (NET)

They leave the game

It's expensive / fees per player

It's addicting / you get hooked

You can't find the people you're looking for

You lose / they beat youTotal Mentions

1st Mention

P.30 And what do you like the least?

What to you like the least about Online videogames?

Unit: Percentages above 2,0% in totalBase: Online Players (n=96)

TECHNICAL PROBLEMS that occur while they’re playing are what respondents like least about Online videogames.

Other drawbacks directly related to Online games don’t receive mentions reaching 10%.

TECHNICAL PROBLEMS that occur while they’re playing are what respondents like least about Online videogames.

Other drawbacks directly related to Online games don’t receive mentions reaching 10%.

DK/DA: 25,0%


57

Level of satisfaction and Reasons for not being satisfied

Q.33a To what extent are you satisfied with the product offering of online / web-based videogames for PC’s: very satisfied, quite satisfied, a little satisfied or not satisfied? / Q.33b Why aren’t you satisfied? Any other reasons?

Level of satisfaction with Online videogames

1,59,6

20,9

49,2

16,4

2,4

Very satisfied

Quite satisfied

Not satisfied nordissatisfied

A little satisfied

Not satisfied

DK/DA

Unit: PercentagesBase: Online Players (n=96)

65,6

More than half of Online players are very or quite satisfied with the current product offering of Online videogames.

Only 11% aren’t satisfied with the product offering.

There aren’t significant differences among the segments.

More than half of Online players are very or quite satisfied with the current product offering of Online videogames.

Only 11% aren’t satisfied with the product offering.

There aren’t significant differences among the segments.

Among those who aren’t satisfied, the first element lacking is variety when it comes to choosing games, and they say that they’re poorly designed. Details can’t be provided on reasons due to the lack of statistics.

Among those who aren’t satisfied, the first element lacking is variety when it comes to choosing games, and they say that they’re poorly designed. Details can’t be provided on reasons due to the lack of statistics.


58

No 82,4% Yes

3,5%

DK/DA14,1%

Q.31a Do you subscribe to some type of pay videogame? / Q31B. Which one/s?

Subscribing to pay for videogames

Units: Percentages

Which one?Base: Subscribers of some type of Online videogame (n=3**)

The individual is a subscriber to some type of pay videogame

Base: Adults who play Online (n=85)

Among Online players, there are hardly any who subscribe to some type of Online pay videogame.

Among Online players, there are hardly any who subscribe to some type of Online pay videogame.

World of Warcraft

Final Fantasy


59

24,2

24,1

17,1

17,0

16,8

12,8

11,5

11,0

11,0

10,6

9,9

8,3

8,2

9,9

14,9

0,5

0,4

6,8

1,2

5,1

3,1

1,2

5,3

2,0

Cyberjuegos

Área de juegos

Foxkids

Juegos10

Cartoonnetwork

Juegole

Minijuegos

Humor Juegos Mix

Parchis

Latingames

Super3

Barbie

Juegoshispavista

Web Page popularity of playing Online

P.32 Would you tell me the names of Internet sites / web pages for online games even if you’ve only heard about them?

Unit: PercentagesBase: Online PC Players (n=81)

8,0

7,4

7,2

6,2

3,6

3,5

3,3

3,1

2,9

2,8

2,7

2,7

17,4

1,5

2,9

2,7

1,1

2,6

1,9

3,4

Juegon

Miniclip

Lastresmellizas

Juegos - El País

jippii.es

JOC Juegos

Pequejuegos

Yahoo juegos

MSN Gaming Zone

Abctooncenter

gamespy.com

Ludoteka

Others

Total

1st Mention

DK/DA: 18,4%


60

Drawbacks and Hurdles of Online videogames

5.2


61

Drawbacks and hurdles of Online videogamesBased on platform

Q.26 Do you play online / web-based videogames using a PC? / Q.27 Why don’t you play online / web-based videogames using a PC? Any other reasons?

No 95,1%

Yes4,9%

Plays Online videogames

55,5

41,8

8,4

3

1,6

37,6

24,4

3,8

3,8

3,2

1,6

8,2

4,1

3,7

0,4

39,0

31,7

1,7

4,2

35,1

17,7

7,4

3,8

1,8

4,2

22,8

11,6

3,9

7,3

0,3

TECHNICAL DRAWBACKS (NET)

I don't have Internet

I don't have an adaptorMy console / computer doesn't allow

for itI don't use the web a lot

GENERAL COMMENTS (NET)

I don't like it / it's boring

I prefer to play alone

My parents don't let me

It's expensive

I don't have time

DIFFICULTIES (NET)

I've never tried it

I don't know how to use it

It's complicated

Console

PC

Reasons for not playing Online videogames

No 73,2%

Yes26,8%

Plays Online videogames

PC

CO

NS

OLE

PC Exclusives: 30,6%

Console Exclusives:

50,2%

PC Exclusives: 26,2%

Children:

13,6%

Unit: Averages and PercentagesBase : PC Players (n=302); Console Players (n=302)


62

Perceptions towards Online videogames

Q.28. Which of these sentences best reflects your perception of online videogames?

1,6 1,7 1,6 2,3 1,111,3 13,9

5,5 5,413,3 11,7 11,0

54,3 50,2 63,349,4

56,050,6 57,1

24,7 25,9 22,139,0

19,923,4

25,7

8,1 8,4 7,4 4,5 9,2 11,9 5,1

1,6 1,7Total Male Female Children Adults PC Console

Yes, I have the intentionof trying it in the nearfuture

They will probably try it,but don't know when

Not planning to for themoment, but not closedto the idea

Would never try it

DK/DA

Unit: Averages and PercentagesBase : Don’t play Online

Positive intention:

32,834,329,543,529,135,330,8

The intention of playing some Online videogame in the future is relatively low among players. Only 30% has a positive intention, but 9 out of 10 players aren’t entirely closed to the idea of

trying Online videogames.7 to 13 year-old children are those who have the most intention of trying them. (43,5%).

The intention of playing some Online videogame in the future is relatively low among players. Only 30% has a positive intention, but 9 out of 10 players aren’t entirely closed to the idea of

trying Online videogames.7 to 13 year-old children are those who have the most intention of trying them. (43,5%).


63

Conclusions – drawbacks and hurdles for Online videogames

95% of Console players don’t currently play Online videogames. The main hurdles to Online games are:

Don’t have Internet/ Adaptor

Don’t like it / it’s boring

While we identify a larger percentage of PC players playing on the web (27%), most of them still haven’t tried this new form of playing. Besides reasons already mentioned, PC Exclusives are the ones who have difficulties with online games (26%).

They’ve never tried it

It’s complicated

The intention of playing some type of Online videogame in the future is relatively low among players. Only 30% have a positive intention, but 9 out of 10 players are not entirely closed to the idea of trying Online videogames.


64

Buying and/or renting videogames6


65

83,383,0

66,655,5

51,347,8

42,433,232,2

30,027,5

23,021,0

17,316,1

12,710,29,5

6,15,15,14,33,9

2,01,4

35,339,7

26,617,3

21,216,315,5

7,66,97,6

5,74

2,9

3,21,2

SONYNINTENDO

MICROSOFTNOKIA

KONAMIELECTRONIC ARTS (EA)

ATARISEGA

EDITORIAL PLANETA DEAGOSTINI INTERACTIVEVIRGIN PLAYACTIVISION

FX INTERACTIVEUBI SOFTCAPCOMPROEINNAMCO

VIVENDITAKE 2 Interactive

SQUARESOFTCODEMASTERS

PYROEIDOS

ACCLAIM PLANETAFRIENDWARE

THQ

Total

Spontaneous

Popularity among Videogame Manufacturers

Q.24 Which videogame manufacturers do you know, even if you’ve only heard of them? / Q.25 I am going to read the names of videogame manufacturers that you didn’t previously mention to me. Will you tell me which ones you know?

Unit: PercentagesBase : Total sample (n=604)

Average mentions: 7,1DK/DA: 2,4%


66

82,878,6

71,758,2

50,147,3

42,135,6

33,429,5

25,824,023,0

19,416,4

11,510,9

8,37,46,65,95,75,2

2,01,4

NINTENDOSONY

MICROSOFTNOKIA

ELECTRONIC ARTS (EA)KONAMI

ATARIEDITORIAL PLANETA

VIRGIN PLAYSEGA

ACTIVISIONFX INTERACTIVE

UBI SOFTPROEIN

CAPCOMNAMCO

VIVENDITAKE 2 Interactive

PYROCODEMASTERS

EIDOSACCLAIM PLANETA

SQUARESOFTFRIENDWARE

THQ

Popularity among Videogame Manufacturers Based on Platform

Q.24 Which videogame manufacturers do you know, even if you’ve only heard of them? / Q.25 I am going to read the names of videogame manufacturers that you didn’t previously mention to me. Will you tell me which ones you know?

Media menciones: 7,1Ns/Nc: 2,4%


88,183,1

61,555,3

52,845,5

42,636,8

29,228,8

26,622,1

19,118,2

13,912,9

10,89,6

6,93,62,92,72,12,11,3

SONYNINTENDO

MICROSOFTKONAMI

NOKIAELECTRONIC ARTS

ATARISEGA

ACTIVISIONEDITORIAL

VIRGIN PLAYFX INTERACTIVE

UBI SOFTCAPCOMNAMCOPROEIN

TAKE 2 InteractiveVIVENDI

SQUARESOFTCODEMASTERS

PYROEIDOS

ACCLAIM PLANETAFRIENDWARE

THQ

PC Players CONSOLE Players




67

Total Popularity among Videogame Manufacturers (I)Based on Segments

TOTA

L

Men

Wom

en

Chi

ldre

n

Adu

lts

Hea

vy

Play

ers

Med

ium

Pl

ayer

s

Ligh

t Pl

ayer

s

Onl

ine

Play

ers

No

n-O

nlin

e Pl

ayer

s

Upp

er/

uppe

r m

iddl

e

Mid

dle-

mid

dle

Low

er-

mid

dle/

lo

wer

Base 604 414 190 138 466 147 368 89 96 508 111 379 114

SONY 83,3 83,3 83,4 80,7 84,1 85,5 85,1 72,5 81,2 83,7 83,3 82,5 86,2

NINTENDO 83,0 81,9 85,2 85,8 82,1 83,0 81,7 88 81,6 83,2 87,0 82,4 80,8

MICROSOFT 66,6 70,1 59,0 53,8 70,4 71,0 65,6 63,4 77,8 64,5 75,4 65,3 62,3

NOKIA 55,5 53,2 60,4 50,2 57,1 64,2 52,5 53,7 67,1 53,3 64,8 52,7 55,8

KONAMI 51,3 59,8 33,0 38,1 55,3 58,9 51,2 39,3 55,0 50,6 52,5 49,0 57,9

ELECTRONIC ARTS (EA) 47,8 54,1 34,0 37,0 51,0 50,2 47,5 44,9 61,7 45,2 59,0 44,6 47,5

ATARI 42,4 49,1 27,6 31,4 45,6 48,8 41,3 35,9 47,0 41,5 42,5 39,8 50,7

SEGA 33,2 32,7 34,2 28,3 34,6 36,2 32,4 31,4 33,7 33,1 39,3 30,5 36,2

EDITORIAL PLANETA DEAGOSTINI INTERACTIVE

32,2 29,5 37,9 26,9 33,7 32,3 31,8 33,4 41,9 30,3 37,3 30,6 32,5

VIRGIN PLAY 30,0 33,3 22,8 16,9 33,9 31,8 29,2 30,4 39,0 28,3 31,7 29,0 31,8

ACTIVISION 27,5 32,9 15,8 19,5 29,9 41,1 24,6 17,2 43,2 24,6 29,0 27,3 26,8

FX INTERACTIVE 23,0 26,7 15,0 17,1 24,8 31,7 21,3 15,9 39,1 20,0 29,2 21,0 23,8

UBI SOFT 21,0 26,6 9,0 18,2 21,9 24,4 20,4 18,2 36,3 18,2 21,9 19,8 24,2

CAPCOM 17,3 20,7 9,7 6,0 20,6 22,7 15,3 16,3 22,6 16,3 23,5 15,9 15,8


68

Total Popularity among Videogame Manufacturers (II)Based on Segments

TO

TAL

Men

Wom

en

Chi

ldre

n

Adu

lts

Hea

vy

Play

ers

Med

ium

Pl

ayer

s

Ligh

t Pl

ayer

s

Onl

ine

Play

ers

No

n-O

nlin

e Pl

ayer

s

Upp

er/

uppe

r m

iddl

e

Mid

dle-

mid

dle

Low

er-

mid

dle/

lo

wer

Base 604 414 190 138 466 147 368 89 96 508 111 379 114

PROEIN 16,1 19,1 9,5 10,1 17,9 12,1 17,2 18,5 38,7 11,9 14,3 16,2 17,5

NAMCO 12,7 16,8 3,9 4,3 15,3 19,3 12,1 4,4 12,1 12,9 16,4 11,8 12,4

VIVENDI 10,2 10,7 9,2 8,6 10,7 14,3 8,6 10,0 14,4 9,4 12,0 9,9 9,5

TAKE 2 Interactive 9,5 9,7 9,3 7,4 10,2 11,2 8,9 9,4 17,1 8,1 14,1 8,6 8,4

SQUARESOFT 6,1 6,4 5,3 2,7 7,0 9,4 5,9 0,9 6,1 6,0 11,7 3,4 9,3

CODEMASTERS 5,1 6,3 2,4 0,4 6,5 10,9 3,9 0,1 10,5 4,1 8,9 3,1 8,1

PYRO 5,1 6,6 1,9 1,8 6,1 5,2 5,2 4,7 11,7 3,9 9,6 4,8 1,8

EIDOS 4,3 4,4 4,1 -- 5,6 5,4 4,9 0,1 5,9 4,0 6,7 2,8 7,1

ACCLAIM PLANETA 3,9 4,3 3,0 1,1 4,7 4,2 4,4 1,3 3,4 4,0 6,0 1,5 9,9

FRIENDWARE 2,0 2,4 1,1 -- 2,6 2,4 2,2 0,5 4,5 1,5 6,1 0,9 1,7

THQ 1,4 1,8 0,4 0,5 1,6 2,0 1,4 0,1 3,2 1,0 4,7 0,3 1,6

DK/DA 2,4 1,4 4,6 3,5 2,1 2,4 1,9 4,7 2,9 2,3 1,9 2,8 1,5

Average Mentions 7,08 7,53 6,05 5,67 7,49 7,98 6,88 6,4 8,8 6,75 8,02 6,73 7,3


69

P34. How many PC videogames do you currently have in your home?

Number of Videogames in the home (Total Sample)

2,5

22,8

28,0

23,3

8,8

13,1

Don't havevideogames

5 videogamesor less

6 to 10videogames

11 to 20videogames

21 to 30videogames

More than 30videogames

Number of Videogames in the Home

Children:

34,4%

Online:

27,5%

PC Exclusives:

7,0%Online: 8,3%


-1,7

1,4

1,2

-1,9

2,4

-1,5

1,7

-1,5

-1,3

1,9

-2,4

1,6

DifferenceConsole Players

DifferencePC Players

Average number of videogames: 17,3




70

1,0 0,8 1,28,7

6,68,9

4,4

11,011,2

10,7

13,912,8

14,9

16,6

24,0

9,5

44,933,5

55,9

6,0 3,4

Total PC Console

Original purchasesin shops

Copies

Gifts

"Pirate" purchases

Lent

Downloaded

Rented

Source of videogames in the home

Unit: PercentagesBase: Have Games at home (n=589); PC (n=289); Console (n=300)

Q.35. Please tell me if the videogames that you have were bought, given as gifts, lent, copied or downloaded. What percentage of the games you have are…?

Online: 17,1%

Upper class: 16,8%

Children: 58,2%

Children: 2,1%

Among games found at home, CONSOLE players

are those who have purchased the most

ORIGINAL games (55,9%).

On the contrary, one third of PC players’

games are ORIGINAL purchases (33,5%) and another third is COPIED

and DOWNLOADED (32,7%).

ONLINE (17,1%) and UPPER/ UPPER- MIDDLE

social class players (16,8%) are those who

have the most downloaded games.

Among games found at home, CONSOLE players

are those who have purchased the most

ORIGINAL games (55,9%).

On the contrary, one third of PC players’

games are ORIGINAL purchases (33,5%) and another third is COPIED

and DOWNLOADED (32,7%).

ONLINE (17,1%) and UPPER/ UPPER- MIDDLE

social class players (16,8%) are those who

have the most downloaded games.


71

Level of satisfaction with the current product offering of

videogames

Level of satisfaction with the current product offering of videogames and Reasons for not being satisfied

Q.38a To what extent are you satisfied with the product offering of games that exist for PC’s: very satisfied, quite satisfied, a little satisfied or not satisfied? / Q38b Why aren’t you satisfied? Any other reasons?

90,7

86,2

11,1

6,2

3,5

2,1

4,4

5,5

Price (NET)

They're very expensive / expensive

There's no product offering / little offering

Features (NET)

Little variety

Uninteresting storyline

Repetitive / always the same

Quality (NET)

Motivos

4,54,64,47,06,37,78,612,05,4

59,659,759,5

19,616,922,2

TotalPCConsole

Very satisfied

Quite satisfied


A little satisfied

Not satisfied

DK/DA

79,2

8 out of every 10 players are very or quite satisfied with the current product offering of videogames.

Only 11,5% aren’t satisfied with the product offering.

There aren’t any significant differences among the segments.

8 out of every 10 players are very or quite satisfied with the current product offering of videogames.

Only 11,5% aren’t satisfied with the product offering.

There aren’t any significant differences among the segments.

Reasons

Unit: Percentages Base: Dissatisfied (n=68*)Unit: Percentages

Base: Have Games at home (n=589); PC (n=289); Console (n=300)


72

Renting6.1


73

13,6 11,6

52,744,9

21,7

16,0

5,0

9,1

5,8

15,6

0,6

2,80,6

PC Players Console Players

More than onceper week

Once per week

Two or threetimes permonthOnce per month

Less than onceper month

Doesn't rentvideogamesanymoreDK/DA

Frequency of renting videogames

How often?

Q.39 Have you ever rented videogames for a Console / PC? / Q.41 And how often do you rent videogames for a Console / PC?

No 43,7%

Yes54,6%

DK/DA1,7%

Has rented videogames before

No 56,6%

Yes38,8%

Dk/DA4,6%

Has rented videogames before

PC

CO

NS

OLE

Unit PercentagesBase : PC Players (n=302); Console Players (n=302)

Unit: PercentagesBase : PC Rent (n=117); Console Rent (n=165)


74

37,0

35,5

34,6

34,1

16,7

15,2

10,5

10,5

10,4

7,7

5,2

3,5

0,7

35,7

29,7

31,4

25,2

7,6

14,3

12,6

6,5

8,6

3,0

9,2

1,1

1,2

Action

Sports

Adventure

Cars/ Racing

Fighting

Strategy

Shooting

Levels

Role Play

Kid's

Simulation

Various

EroticConsole Players

PC Players

Themes rented in the last 6 months Based on Platform

Online Games: 31,6%

Women: 52,5%

Q.40 What videogame themes have you rented in the last 6 months? We are referring to all of the themes that you have rented, regardless of where you rented them. The card that I’m showing you is to help you remember the themes, but you can provide me with themes that don’t appear on the card.

Unit: PercentagesBase : PC Rent (n=117); Console Rent (n=165)


75

Level of satisfaction with the current rental offering of

videogames

18,2

2,2

It's only for ashort period of

time

They're expensive

Motivos

3,23,23,38,914,2

5,1

9,912,5

8,1

61,550,569,4

15,719,013,3

TotalPCConsole

Very satisfied

Quite satisfied


A little satisfied

Not satisfied

DK/DA

77,2

8 out of every 10 players are very or quite satisfied with the current rental offering of videogames.

Only 12,1% aren’t satisfied with the rental offering.

They’re aren’t any significant differences among the segments.

8 out of every 10 players are very or quite satisfied with the current rental offering of videogames.

Only 12,1% aren’t satisfied with the rental offering.

They’re aren’t any significant differences among the segments.

Reasons

Unit: Percentages Base: Dissatisfied (n=34**)

Level of satisfaction with the current rental offering of videogames and Reasons for not being satisfied

Q.42a To what extent are you satisfied with the rental offering of videogames for PC’s: very satisfied, quite satisfied, a little satisfied or not satisfied? Q.42b Why aren’t you satisfied? Any other reasons?

Unit: PercentagesBase: Rent videogames (n=282); PC (n=117); Console (n=165)

DK/DA: 79,6%


76

Buying videogames after renting them

Q.43 When thinking about all the videogames that you’ve rented, please tell me the percentage of games you buy after having tried them.

DK/DA9,8% From 51-75%

1,2%From 76-

100%4,7%

None47,1% From 1-25%

27,8%

From 26-50%9,4%

Buys videogames after renting them

Unit: PercentagesBase: Rent videogames (n=282)

Almost half of the sample group (47%) don’t buy any videogames after renting them.

Three of every ten players who rent videogames buy up to 25% of the games rented after trying them.

13% of CONSOLE EXCLUSIVES buy between 75%-100% of games rented, more than other segments.

Almost half of the sample group (47%) don’t buy any videogames after renting them.

Three of every ten players who rent videogames buy up to 25% of the games rented after trying them.

13% of CONSOLE EXCLUSIVES buy between 75%-100% of games rented, more than other segments.


77

Buying videogames6.2


78

Ways of hearing about the launch of videogames

Unit: PercentagesBase: Have videogames at home (n=589)

Q.36a How do you usually hear about the launch of videogames?

79,6

50,0

30,1

21,3

17,5

14,9

12,5

12,2

4,3

5,6

2,2

4,7

3,0

49,0

21,1

7,8

6,1

Friends / family / colleagues

Advertisements on TV

Saw them at a shop

Magazines specializing in videogames

TV Programs (game zones)

They test them at a shopping centre / departmentstore

On the Internet, via the official home page, or others

Computer magazines in general

Computer newspaper supplements (Ciberpaís)

Heavy Players: 24,6%

Heavy Players: 31,8%Women: 11,8%

Heavy Players: 21,0%Online: 36,8%

Children: 1,9%

Online: 69,0%


79

Place of purchase

Q.36b Where do you usually buy videogames?

Mentions begin at 1%

31,5

30,1

11,4

10,9

10,5

9,9

3,7

3,0

2,3

2,2

1,3

9,7

Carrefour

Corte Ingles/ Hipercor

Centromail

Mediamarkt

Fnac

Alcampo

PC City

Eroski

Toys 'r us

Internet

Ciber Games

Others

Unit: PercentagesBase: Have videogames at home (n=589)

DK/DA: 14,7%

Online: 23,1%Heavy Players: 21,2%

Console Exclusives: 42,8%

Online: 7,1%


80

Average yearly expenses in buying videogames

P.37 How many euros per year do you or your family spend buying videogames for PC’s? Give me an approximate calculation.

More than 200€6%

DK/DA4% Between 101 and

200€12%

Don't buy videogames

26%

Less than 50€25%

Between 51 and 100€27%

Unit: PercentagesBase: Adults who have videogames (n=451); PC (n=239); Console (n=212)

More than half of adolescents / adults (slightly more among Console players) don’t spend more than 100€ per year on videogames.

There are more PC players who don’t buy videogames in general.

More than half of adolescents / adults (slightly more among Console players) don’t spend more than 100€ per year on videogames.

There are more PC players who don’t buy videogames in general.

More than 200€6%

DK/DA10%

Between 101 and 200€

15%

Don't buy videogames

8%

Less than 50€25%

Between 51 and 100€36%

PC PlayersCONSOLE Players


81

9,8

25,0 23,027,3

27,9 27,728,3

36,8 39,5 33,7

10,3 10,7

Total PC Console

Music

DVD

Videogames

Videos

How do you break down your annual entertainment budget?

P.45 Lastly, please tell me your budget, or how much you spend on average on entertainment items like music, DVD’s, games, videos, etc…How do you break down the average expenses? What percentage of the expenses goes to…?

Unit: PercentagesBase: Adolescents / Adults (n=466)

Women: 21%Light

Players:16%

Low: 38%

Low: 33%

Light Players:

51%

On average, adolescents / adults spend a quarter of their annual budget on videogames. It’s slightly higher among Console players.

WOMEN and LIGHT PLAYERS are those who spend the least on videogames.

On average, adolescents / adults spend a quarter of their annual budget on videogames. It’s slightly higher among Console players.

WOMEN and LIGHT PLAYERS are those who spend the least on videogames.


82

Equipment7


83

16,0 84,0

Existence of Computers in the home (I)

DOESN’T HAVE HAS COMPUTER

Computer Features (I)Unit: PercentagesBase: Total Sample (n=604)

I’m going to ask you to please tell me the features of the computer you have at home, in the event that you have one.

85,6

89,2

56,0

33,1

8,1

10,3

42,5

60,5

Multimedia SoundCard

CD-Rom Recorder

DVD Recorder

Joystick/ Steeringwheel

YES NO Doesn't remember

Equipment

35,8

24,7

18,1

17,2

3,9

0,2

Doesn't have Internet

ADSL

Cable Modem

Internet (without specifying)

RTB

RDSI

Internet

Unit: PercentagesBase: Adolescents / Adults PC Players (n=251)

DK/DA: 0,2%

Internet: 64%

Unit: PercentagesBase: PC Players (n=302)


84

Existence of Videogame Console in the home

21,5 78,5

DOESN’T HAVE HAS CONSOLE

Console Model normally used for playing games


Which videogame console model do you usually use for playing games? Q3. Do have an Internet adaptor to play games online with the console?

Unit: PercentagesBase: Console Players (n=302)

67,717,5

2,3

2,1

2,1

1,7

1,7

1,6

1,2

0,8

0,5

0,2

0,20,1

Play Station 2 (PS2)

Play Station One (PS1)

X-Box (Microsoft)

Gameboy Advance

Play Station (can't specify which one)

Gameboy Classic (Black and White)

Gamecube (Nintendo)

Gameboy Color / Pikachu

Gameboy Advance SP

Nintendo (can't specify which one)

Gameboy (can't specify which one)

Nintendo 64 / Pikachu

Sega Dreamcast

Super Nintendo

Console is equipped with Internet adaptor (Online

game)DK/DA0,4%

Yes7,0%

No92,6%

Total Play Station: 87,2 %

Total Gameboy: 7,0%Total Nintendo: 1,2%


85

CONCLUSIONS8


86

Conclusions (I)

In general we are finding younger players / adults between 14-34 years old with

children. And among PC exclusives there are more players between the ages of 25-34

years old within the upper / upper-middle social classes.

One-third of PC players also play videogames online, much more than Console

players.

23% play more than 4 hours per week (Heavy Players), and they also play

Online videogames, the most frequent players reach 35%.

We are finding slightly higher percentages among Light Players (less than one hour

per week).

On average, PC players play 2,6 hours per week, significantly less than

Console players.

They prefer to play alone and at home.

PC PLAYER PROFILE

Favourite themes are similar to those of the Console: Action,

Adventure, Cars/ Racing and Sports. Sports games are also the games

that are played most often, as well as the ones most preferred by men.


87

Conclusions (II)

The favourite theme for women PC players is by far “The SIMS”, especially because

it’s entertaining, you have freedom of play and it seems real.

Men like FIFA football better.

The most important aspects when it comes to choosing a videogame include speed,

the number of screens and price (similar to Console players). The characteristic most

highly valued by Online players is that several people can play at the same time.

7 videogame manufacturers are recognized, on average. The best known are

Nintendo, Sony and Microsoft. Microsoft is recognized by PC players more than by

Console players.

They have more than 20 videogames at home, a third of which were

originally bought, and another third of which are copied or downloaded.

It’s particularly the Online players who download games the most.

4 out of every 10 have rented a PC videogame in the past, but

more than half do so very infrequently (less than once per month).

PC PLAYER PROFILE

26% don’t buy PC videogames and half of those who do, don’t spend

more than 100€ per year, which represents an average of 23% of their

annual entertainment budget.


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Conclusions (III)

VIDEOGAME CONSOLE PLAYER PROFILE

There are more children between the ages of 7-13 among Console players, especially

among those who form part of Console exclusives.

26% play more than 4 hours per week (Heavy Players), even more still among men

and adolescents/adults.

Only 10% play less than 1 hour week, but if we look at women separately, this figure

doubles.

On average, Console players play 3,0 hours per week, significantly more

than PC players.

They play more with their friends and family than PC players, although half

usually play alone.Favourite themes are the same as the ones for PC’s: Action, Adventure,

Cars/Racing and Sports. Sports games are also the ones played the

most, and the ones most preferred by men.

Console players have several favourite games, which appear in the

following order: FIFA Football, GTA and PES.


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Conclusions (IV)

VIDEOGAME CONSOLE PLAYER PROFILEFavourite titles among men Console players are FIFA Football and Pro Evolution

Soccer (PES), the latter especially because it seems real and it’s the game they play

with their friends.

When it comes to choosing a videogame, the most important features include the

number of screens, speed and price (similar to PC players). They value the main

character and other characters more than PC players.

On average, they are familiar with 7 videogame manufacturers, the best known are

Sony and Nintendo. Sony is better known by Console players than by PC players.

They have an average of 17 videogames at home, more than half of

which were originally bought in shops, and they’re the ones with the

fewest number of copies.

More than half have rented a Console videogame game before, but

more than half do so infrequently (less than once per month).

13% of Console exclusives buy between 75%-100% of rented games,

more than other segments.60% of those who buy games don’t spend more than 100€ per year,

which represents an average of 27% of their annual entertainment

budget.


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ANNEX: QUESTIONNAIRE

study on the habits and uses of videogames

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